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Shopping cart abandonment a problem for ecommerce companies

January 25, 2013

Nearly every one has done it - picked up a product while shopping but put it back down before checking out at the register.

Nearly every one has done it – picked up a product while shopping but put it back down before checking out at the register. This becomes much more evident when items in a shopping cart are abandoned online, before the consumer makes it to the online credit card processing gateway, because retailers can see what was intended to be, but not, purchased.

However, according to Destination CRM, this can be avoided with a few precautionary measures by online retailers. The news outlet noted that the main reason items are left is consumer hesitancy – maybe they need to see the merchandise before they make a decision or they’re worried about how to return something bought over the internet if it’s not correct.

As such, the news source suggested retailers provide a more comprehensive description of each product, including links to size charts and how it can be returned if there’s a defect. Moreover, including customer reviews can help the shopper make a more sound decision, along with numerous images of the item from various angles. 

Many leaders of companies with an online presence should do this, as shopping cart abandonment is becoming more common, particularly around popular shopping events, like the back-to-school or Christmas seasons. According to the Baymard Institute, averaging the abandonment rates of 17 reports compiled over the past few years, more than 66.2 percent of all carts are never purchased.

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